Helen Edwards on Branding: United We Understand
Conducting research with, rather than on, people can give incisive glimpses into their behaviour.
Researchers probing human behaviour have always confronted a problem: how do they know whether respondents are actually telling the truth? Classically, their solution has been to get their deceit in first, obscuring from respondents the true objectives of the research, and masking the real methodology involved.
This lab-rat approach to human understanding reached its nadir in the early 60s. In one infamous study, respondents were asked to apply electric shocks, in escalating voltages, to what they thought were fellow volunteers engaged in a pre-set task.
The ostensible research objective was to explore the connection between punishment and learning: the …
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Publication information: Article title: Helen Edwards on Branding: United We Understand. Contributors: Not available. Magazine title: Marketing. Publication date: April 13, 2011. Page number: 19. © 2003 Haymarket Business Publications Ltd. COPYRIGHT 2011 Gale Group.
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